Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective ofreal peoplewho makereal marketing decisionsat leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows studentshowmarketing concepts are implemented,and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. The3^rd European Editionpresents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.